Brands ask this question all the time — how do you measure the value of earned media on Facebook?
Some just multiply by $5 per thousand impressions (or whoever can provide the highest earned media value multiplier) to report the highest figure. Not the most sophisticated approach, but it might be good enough for companies that sell sugar water. Certainly better than pure fan count, since EMV correlates more with engagement than the size of the fan base.
But unless you can tie EMV (Earned Media Value) to actual sales, you’ve got some level of hocus pocus here.
Some folks are complaining Facebook could affect how you feel via manipulating your News Feed.
Facebook released research on 689,003 users that had their levels of positive or negative News Feed content adjusted. Not surprisingly, their moods and words they used changed correspondingly with what they were exposed to.
But consider this: If your sports team wins, you’ll be more likely to make a celebratory remark.
If a friend is having a bad day, you’re likely to provide sympathetic encouragement.
Justin Timberlake could post anything on Facebook and it would get a hundred thousand likes and drive a ton of traffic. He, any other celebrity, or any other brand would get the same result on any channel.
Unless you are well-known, you can’t expect that the same techniques will work for you. You’re not bringing the same size audience into the mix.
Tiger Woods could play golf with the crappiest used golf clubs and still kick our butts in a game of golf. So it’s not the tools you use, to a certain extent.
The Boost option on Facebook has come a long way since launch. With recent changes addressing concerns about targeting and low quality engagement, it’s now a viable option to quickly promote content.
However, some effort is still required if you want performance, so careful with simply clicking and forgetting.
Here’s how to customize your audience when using Boost Post:
Jesse Stay is a long-time friend of ours at BlitzMetrics, and an accomplished author. We caught up with him for an interview on the strategy behind Familyshare.com’s Facebook presence.
I’ll speak today in a perspective of the news industry and pull in the Deseret News experience. There, we were building a new presence called Familyshare.com, which is a family-based news website targeting a non-denominational audience.
Instead of creating and promoting one main-brand Facebook page, we figured out who our audience is and what areas we want to target, what areas we want to move into, and we built Facebook pages around each of those, focused on the passions of those audiences for each page — passion pages.
When fast food restaurants implemented value meals, their sales skyrocketed. They were simply giving the user choice to streamline conversion. So why not with ads?
Facebook used to show you the total spend at the top. So you might have a $70 total budget, then select it to be $10 per day over 7 days.
But by putting the total spend at the bottom, the number doesn’t look as bad. It’s only $10 a day.
We sent two people to f8 and here’s our analysis.
App developer or business owner, the way to social ROI requires connection to a sale somewhere down the line. And today, Facebook’s slew of announcements make clear their method to connect audience with monetization — more specifically via Build, Grow, and Monetize.
Let break these down:
Triggered mobile actions
We all know the Facebook mobile app install ads work well. But now you can send newsfeed messages to your users if they completed an action, are dormant, or need nurturing. So if you’re Rosetta Stone, you might want to send a reminder to people who haven’t completed their lesson, congratulate someone for passing Level 3 in a quiz, or anything you might say in a triggered email. Facebook is allowing us to build in messaging logic from our apps or external events so that we can reach people in the News Feed.
People say that Facebook is for kids, but one of the fastest growing categories is grandparents — folks older than 50.
Click below to find out what 45.3 million folks 50 and older in the U.S. like.
Previously, Break.com’s Facebook page had 273k fans, but 339k active users. You don’t have to be a fan to interact with the page, so being a “fan” is not as important as it once was.
Likely, the fans are first to consume the content, who then activate others to like, comment, and share. These secondary interactions are key to the high engagement. The fact that people can “like” the content and also “like” the page is an intentional confusion on Facebook’s part.
The unique reach of these 273k fans is 82,797,695 users worldwide. This is 303 friends per fan. Facebook has said that the average number of friends per user is 130. We know the average fan has 320 friends (since not all users are fans of pages).
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